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How Durex evolved its innovation pipeline to keep up with cultural shifts
After rethinking its approach to innovation and implementing a new pipeline, Durex is now able to develop product concepts quicker, cheaper, and with “greater confidence”.
Consumer views and habits around sexual behaviour have changed rapidly in recent years, and FMCG giant Reckitt found its innovation pipeline for brands in the category was struggling to keep pace.
The business therefore set off on what it calls “an innovation journey”, introducing new technologies and a new approach to insights to ensure it is able to keep up with this rapidly changing landscape.
